Did you know you can track your website to better understand results of your sales and marketing efforts and uncover new opportunities? This article discusses why you should track your website using lead tracking technology. Additionally, we’ll compare tracking technology to perceived alternatives, such as Google Analytics.

Why track your website?

Many B2B companies track their website for two reasons; to measure return on sales and marketing investments and to generate new leads. Marketing and sales teams invest a lot of time and effort into evangelizing their companies’ solutions. For example, marketing sends out email campaigns, publishes posts on social media, creates valuable content, landing pages, a website, and web forms. On the other hand, sales is calling new prospects, following up with interested prospects, and holding meetings with new leads. How do we know sales and marketing’s efforts are not wasted? What insight do we have to measure the effectiveness of these efforts after a campaign is finished? Industry experts estimate 96% of all website visitors go unnoticed. By not implementing lead tracking, there’s a good chance the results of your investment will fall into a black hole.

If you track your website, you’ll realize the fruits of your labor. Let’s examine return for a marketer sending out an email campaign. Most email campaigns include a call to action that directs the email recipient to visit your website. Marketers do this by embedding links to their website in an email message. Once a link is clicked, lead tracking technology identifies the individual, company, revenue, company description, pages viewed, search terms used, source of the lead and more in real-time. When marketing pulls a report of all website visits generated from specific email campaigns they can determine the effectiveness of the program and decide which programs to invest in or pull out of.

Sales will also benefit in a few ways if you track your website. Let’s say a sales person spends 1.5 hours on the phone with a new marketing qualified prospect. If a sales person is able to see if a prospect visited his/her company’s website the sales person is able to get a better feeling for the prospects interest level. By tracking each page viewed by the visitor a “digital footprint” is created. Did the prospect do more research on a specific solution? Did they check out pricing? Are they looking at another solution? If you track your website you’ll have this information.

Lead Liaison vs. analytics packages

Some businesses feel they already have a way to track their website with analytics packages such as Google Analytics. Analytics packages do allow tracking; however, they are very different from Lead Liaison’s lead tracking technology. For example, Google Analytics is cumbersome to manage and complex to navigate. The goal for Google Analytics is to get you to spend more money on search word advertising, not to help you generate leads from your existing assets (website, marketing collateral, web forms). If you track your website using Lead Liaison’s lead tracking you’ll obtain the following advantages over analytics tools similar to Google Analytics:

Comparing lead tracking to web analytics. Lead tracking provides…

1. More leads. Lead Liaison includes a workflow process around your website leads by allowing marketers to nurture leads after their visit. Analytics packages provide pure static reporting.

2. More lead intelligence. Lead Liaison includes business intelligence information such as company name, description, revenue, news, competitors and more. Analytics packages typically provide only an IP address for your website visitor.

3. More qualified leads. Lead Liaison automatically qualifies your website visitors using lead scoring. Analytics packages do not provide this.

4. Better clarity on your revenue cycle. Lead Liaison provides analytics to help marketers’ measure results of their campaigns deep into the sales pipeline. Analytics packages provide analytics to help marketers optimize their website for paid advertising by reporting metrics such as visitor volume, top pages viewed, and top performing keywords.

5. Better measure of return on marketing assets. Markers need to know how their landing pages, web forms, and email campaigns perform. Lead Liaison provides A/B testing and ROI analytics on marketing assets to determine where to invest and where not to invest. Analytics packages provide investment insight on keywords.